📗 This content is the Demand Gen Ads Optimizer user manual, the same one the script writes in the «Manual» tab of its spreadsheet. Here you can search it, listen to it, highlight it and save it to favourites.
What it does. It analyses the health of each individual asset (videos and images) inside the DG ads. It spots when an asset is saturated, ageing, or performing below the average of its own ad.
API limitation. Demand Gen does NOT expose conversions per individual asset. Fatigue is judged on CTR, impressions and age. A single asset cannot be paused through the API, but the whole ad CAN: use the "Pause ad" checkbox (v1.35).
Asset types. Two categories are analysed: VIDEO (YOUTUBE_VIDEO) and IMAGE (any marketing image format). In Demand Gen, video ads and image ads are separate ads, not one multimodal ad with a thumbnail.
Creative Fatigue sheet. A table with every asset evaluated, sorted by severity (RED/AMBER/GREEN). Green = OK. Amber = 1 fatigue signal. Red = 2+ signals (goes into the daily email).
AssetHistory sheet. Daily snapshot of the metrics per asset. It auto-purges data older than 60 days. Needed to work out age and time comparisons.
FatigueTrend sheet. Records the daily asset count by severity and type. 180-day retention. The trend chart is regenerated automatically to the right of the data. Handy for client reporting.
Historical initialisation (v1.28.5). The first run fills AssetHistory with 365 days of real data (the first impression date of each asset), so Rule 3 (Age) works properly from day one. To run it again by hand: write "INITIALISE" in cell B26 of Config.
Email system (v1.28.6). DAILY: only when there are pauses, RED fatigue or trend alerts. WEEKLY: every Monday with the week summary (whatever happens). MONTHLY: on the 1st of each month with the monthly review. Priority: when several coincide, only the widest one goes out (monthly > weekly > daily).
New vs Mature sheet. NEW in v1.28.4. Compares the CTR and the average spend of new assets (<=A45 days) against mature ones, by ad group and type. Verdict: Better / Similar / Worse. It answers: are the new creatives really lifting performance?
A35 — Enable. "Yes" turns the module on. "No" turns it off (the sheets stop updating).
A37 — CTR drop %. CTR drop threshold that fires rule 1. E.g. 25 = alert when the CTR falls 25%+ against the previous 7d window.
A39 — Age. Days of age that fire rule 3. E.g. 30 = alert when the asset has been live 30+ days.
A41 — Min impr. Minimum impressions over the last 7d for an asset to be evaluated. E.g. 500.
B35 — Rule 1. Turns the CTR drop rule on or off.
B37 — Rule 2. Turns the saturation rule on or off (impressions up while CTR falls).
B39 — Rule 3. Turns the age-without-renewal rule on or off.
B41 — Rule 4. Turns the low relative performance rule on or off (asset CTR against the average of the assets in the same ad).
RED severity. An asset triggering 2 or more rules. It goes into the daily email and you should replace it.
AMBER severity. An asset triggering 1 rule. Worth watching. It stays out of the email but shows in the sheet.
GREEN severity. Asset OK. No fatigue signals.
First day. On the very first run only the snapshot is stored, no fatigue is evaluated (there is no history yet). From the second day on you get the analysis.